Artist Press Release Template (Australia)

News first, biography second

A strong release begins with the news: exhibition, public-art launch, residency, prize, acquisition, performance, commission, festival or touring announcement. The opening paragraph should answer who, what, where, when and why now. Biography belongs later.

The template includes a headline, opening paragraph, approved quote, practical event details and notes to editors. It avoids unsupported hype by making awards, collections, grants and partner claims factual rather than decorative.

Images are licensed, not free

Supplying images to media does not mean unrestricted use. The release should identify the artwork, artist, photographer, copyright owner, credit line, permitted press use, cropping or editing limits, and whether the image can be used only for coverage of the announcement.

Australian moral rights add a local point: attribution and integrity rights matter, and consent to specific omissions or alterations should be written if the artist agrees. The press release therefore includes a copyright and credit block rather than a vague press image note.

Embargoes and partner approvals

If the release is embargoed, the embargo should appear at the top with Australian date, time and time zone. If a gallery, council, funder, sponsor or public body must approve wording, quotes or logos, the release should not go out until those approvals are recorded.

The template has approval fields for partner names, funding acknowledgement, sponsor wording, interview availability and image access. That prevents a well-meaning announcement from breaching grant or partner terms.

Access, ticketing and audience information

Australian arts listings need more than opening-night glamour. They need venue address, dates, opening hours, ticket price, booking link, access information, Auslan or captioning where available, transport, age restrictions, school suitability and content warnings where relevant.

Including these details in the release helps editors and audiences. It also reduces follow-up work for small galleries and artists who do not have a separate press office.

Do not overgrant or overclaim

A press release should not imply that the gallery owns copyright in images, that media can use the artwork for unrelated stories, or that sponsors can repurpose images indefinitely. It should also avoid unsupported claims about sustainability, community impact, First Nations engagement, health benefits or compliance approval.

The template uses limited permission language, a factual boilerplate and a clear contact line. It is designed to be useful to journalists while keeping rights, approvals and claims in proportion.

Where the release names First Nations artists, communities, languages, Countries, cultural knowledge or images of deceased people, the approval process should be handled with particular care. The template does not invent cultural-clearance rules, but it gives the sender an approval-owner field so community, estate, gallery, council or funder approval can be recorded before publication.

Personal data also enters press work quietly. Mailing lists, private phone numbers, interview availability, media passes and image-request forms can all contain personal information. If the sender is covered by privacy obligations, the contact block and mailing process should match the organisation privacy practice rather than exposing personal details in a forwarded release.

Release component guide

Headline

States the artist, project, venue or announcement plainly.

Opening paragraph

Answers who, what, where, when and why the release is news.

Event details

Captures venue, address, dates, hours, tickets, booking and access.

Quote

Adds an approved quote from artist, curator, commissioner or partner.

Image permissions

States copyright owner, photographer, credit line and permitted media use.

Embargo

Sets publication timing where the release is not for immediate use.

Partner approvals

Records funder, sponsor, gallery and council approval requirements.

Press contact

Names the contact for interviews, images and follow-up.

Australian press-release checklist

• Clear image permissions

  Copyright owners control reproduction and communication of images unless permission or an exception applies.

  Copyright Act 1968 - Federal Register

• Respect moral-rights credit

  Use correct attribution and avoid derogatory treatment or unapproved cropping where it could affect integrity.

• Do not promise resale royalty treatment

  The resale royalty is a statutory scheme for eligible commercial resales, not a press-release permission.

  Office for the Arts - Resale Royalty Scheme

• Mark embargoes clearly

  Put the embargo at the top with precise Australian date, time and time zone.

• Check funder and sponsor wording

  Use exact acknowledgement, logo and approval wording required by partners.

• Support impact claims

  Keep evidence for claims about environmental, community, health, educational or social outcomes.

• Handle contact data responsibly

  Use media contact details intentionally and manage mailing lists under the organisation privacy practices.

• Record sensitive cultural approvals

  If the release references cultural knowledge, community names, Country, language groups or images of deceased people, record the approval owner and do not publish until the required permissions are confirmed.

How to write the release

1. Set the news angle. Choose the exhibition, prize, residency, public-art launch or announcement that makes the release timely.
2. Enter practical details. Add venue, dates, hours, access, ticketing, booking and contact information.
3. Add quote and notes. Use one approved quote and concise artist, venue and partner notes.
4. Clear images. Add copyright owner, photographer, credit line, permission and editing limits.
5. Review approvals. Check embargo, sponsor, funder, council and partner approvals before sending.

Frequently asked questions

Related templates

• Art Project Proposal Template (Australia)
• Artist Performance Contract Template (Australia)